Context or concept?

My friend and I were discussing modern-day marketing’s state of affairs and bumped into the topic of content marketing and it’s future. My friend was of the opinion that “content marketing has become everyone’s favourite buzzword since everyone seems to be doing it!” That actually is true.

But he also added that “it’s not a real skill.” He believes that focusing no in-demand skills such as “writing” is a much smarter move, especially for people who’re looking for opportunities in big corporates.

He’s right about that too. But I have a different take on writing, content marketing and corporates. I think there’s a mismatch.

While I wouldn’t consider myself a great writer and surely wouldn’t want to undermine the art and science of communicating ideas through words, I do have my reservations. It’s more around focusing on a single skillset (writing) than a concept (content marketing).

Learning to write will only get you so far — perhaps a job at a bigger organization that pays you well. Who wouldn’t want that? But what happens next? What about your growth? Would you be able to grow yourself into a writer or an expert?

If it’s important to you, I’m afraid, corporates are not for you. In my opinion, corporates make a prospect for one-off or even long-term opportunities as clients but not as employers. Yes, exceptions will always be there. I’m wary of them. (And quite open to such opportunities if they come my way. )

Some of my friends have made it big in organisations and are able to work on what they’re really passionate about.

But overall, I believe it’s much smarter to focus on a concept than just context (a skillset). Content marketing just may replace traditional marketing in future (who knows? For now, at least Seth Godin thinks Content Marketing is the only marketing left!). Why not invest time to learn marketing than just a skill?

And why just focus on writing when you can learn “copywriting”? Sure, corporates aren’t particularly sold on copywriting but do they even need one? I don’t think so. Copywriting is specific and action-oriented. And it’s way powerful than conventional business writing.

A small or a medium-sized organisation appreciates a copywriter’s value much more because growth is their top priority. And since only 2-3% of the companies in any industry are at the top, the rest of the companies are looking for people who can help them scale further and sidle their competition.

I don’t think you merely “business writing” skills can position you to do anything significant. But copywriting and content marketing can be game changers for you and the organization that hires you.

The big question is your level of focus and commitment: do you want a job or a career?


Full disclosure: I’m not a career coach and don’t intend to play one on the internet. I’m saying this purely from a marketer’s perspective. Not everyone’s cut out to be a content marketer or a copywriter. (Although every other person I bump into these days is a Digital Marketer… advising people on Social Media!??? It’s crazy!)

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